Decided or divided? An empirical analysis of the decision-making process of Dutch homeowners for energy renovation measures

The pace at which energy renovations are made to the existing housing stock must increase if the Netherlands is to reach the energy goals outlined in the nation’s climate mitigation policy. In this paper, this challenge is addressed by introducing a novel integrative model for a private homeowner’s decision-making process concerning energy renovation measures. The model distinguishes between the various stages of the process, the multiple factors that influence these stages, and the many considerations facing homeowners as they decide to adopt or reject energy renovation measures. Data were collected from interviews with and questionnaires completed by private homeowners in the city region of Parkstad Limburg (NL) who received an energy audit for their home. The findings reveal that various factors are relevant in different stages of the decision-making process. In the first stage, external developments, physical factors, socio-demographic factors, and environmental concerns can trigger an interest in energy renovation measures. In the second stage, homeowners gain knowledge about the measures, and personal background and advice from their social network or from professionals can influence this decision stage. In the third stage, during which financial and economic factors are particularly important, homeowners form an opinion about the energy renovation measures. After implementing the energy renovation measures, homeowners can also influence others in their social network and become ambassadors for further energy-saving changes. Based on the results, policy recommendations are provided to increase the adoption of energy renovation measures by private homeowners.